Therapeutic Sanctuaries

by Kevin Winkler On Jan 1, 2001

A three-pronged trend toward larger bath quarters, a greater number
of bathrooms per house and an increased interest in luxury,
spa-like amenities has meant good news for the whirlpool market,
with consumers increasingly looking toward whirlpools to provide a
luxurious and therapeutic centerpiece to their bath havens. The
growing desire for a "bath retreat" has also led to an increased
interest in a variety of high-end whirlpool features, according to
manufacturers interviewed by Kitchen & Bath Design News.

"One of the biggest trends we’re seeing today has to be
how the bathroom continues to grow in size," says Jeannette Long,
v.p./marketing for American Standard, in Piscat-away, NJ.
"Homeowners want bigger, more comfortable bath quarters, so they
are building new homes or remodeling current ones with master
bathrooms that often rival the master bedroom in size." With all
that extra space, whirlpools are a natural choice to provide a
visual centerpiece and a therapeutic "relaxation center."

This ties into the second trend Long is seeing, that "homeowners
are relying on their bathrooms as an escape – a place where
they can retreat to." While she sees these trends as "still in
their infancy," she believes they mean good news for the whirlpool
industry, filling a need with today’s multi-featured
whirlpools – which not only provide visual appeal and
therapeutic benefits, but also help to enhance the overall sense of
the bath as a luxurious getaway retreat.

"The most important aspect has to be the focus homeowners are
putting on their baths," Long notes. "They’re starting to
create bathrooms that meet their wants and needs while providing
them with a little personal luxury."

Charles Scott, director of marketing for Walnut Creek, CA-based
Jacuzzi Whirlpool Bath agrees. "There are more bathrooms in homes
these days, [so] homeowners want larger master baths with all the
amenities – along with bathrooms for almost every member of
the house." This means consumers are not only demanding more
whirlpools, but whirlpools in a variety of sizes, from opulent
master bath models to smaller versions for secondary and tertiary
bathrooms. However, regardless of size, everyone wants a feeling of
luxury, so upscale features such as multiple jets and hydromassage
remain popular in all price ranges.

Scott notes that there is also a trend toward buy-it-yourself
jobs, driven by remodeling sales. "These are jobs in which the
consumer buys the product from one individual and gets another to
install it. This bodes well for luxury products like whirlpool tubs
and shower systems."

Ken Piper, national sales manager for Aquatic Industries, Inc.,
in Leander, Texas says, "Adding baths has always been popular for
two reasons; they not only increase a home’s value, they also
provide added convenience. We see this trend continuing. Bathrooms
are becoming more elaborate with new, high-end products [such as
whirlpools]."

Tubs vs. showers

However, not everyone interviewed by K&BDN seems to agree
that there is a dramatic increase in the demand for whirlpools.
"There’s a shift in the bathroom from an emphasis on
whirlpool tubs to a focus on the shower," explains Dan Reinert,
v.p. for Long Island City, NY based Sussman Lifestyle Group.

"Tubs are still being installed, but they are getting smaller,
whereas showers are becoming much larger. With the added emphasis
on the shower, homeowners, designers, and architects are putting
more emphasis on accessories in the shower henceforth the growing
use of steam units."

Reinert adds, "Going forward, the focal point of the bathroom
will be the shower, and because of this, there will be more
multi-gang showers and steam units sold along with upscale shower
doors."

John Gunderson, sales and marketing director for Woodinville
Washington based Amerec Sauna and Steam agrees. "Current trends are
headed toward showers only in bathrooms. People are now aware that
they do not take baths as often as they take showers. Large
whirlpool baths drain your hot water heater, and the water will
stay warm for only a short time in these tubs."

"The bath market in general seems to be headed in two divergent
directions," explains Katherine Adams, president of MTI Whirlpools,
in Sugar Hill, GA. "Track builders are installing increasingly
cheaper units into vast numbers of homes, and large home centers
are featuring that same quality and sometimes even lower quality of
tub. The result is downward pressure on the market –
especially in the low- to mid-range quality. While one may guess
that the winner is the consumer, that is not the case. Prices are
dropping, so manufacturers are forced to find less expensive and
usually poorer quality raw materials in order to make a profit. The
result is definitely a poorer quality unit [being installed into]
most American homes."

"On the other hand," she continues, "discriminating consumers
are requesting more and more in the way of options and features for
their tubs and showers. At the upper end, the prices are edging
higher, as consumers demand better quality, more elaborate
models."

All about comfortComfort features
continue to experience a growth in demand, according to
manufacturers. "The ‘cocooning’ trend where the home is
made into a luxury retreat is certainly apparent in the bathroom,"
says Adams. "The size of the bathroom, along with the showers and
tubs within are larger than we would have believed. Consumers are
also treating themselves to "little indulgences" such as expensive
bath oils, candles, etc. A soaking bath can be easily made into an
indulgence!"

"We believe that baby boomers will continue to pamper themselves
with luxurious bathrooms as they become empty nesters," notes
Scott, who sees this leading to a growing demand for whirlpools. He
adds that a growing number of "adults 40+ years old will experience
aging parents moving into their homes, which triggers remodeling
for safety and accessibility," which will also have an impact on
whirlpool features in demand.

Features & options
Despite the increasing attention given to luxury amenities, most
manufacturers agree that whirlpools remain popular with consumers
largely because of their therapeutic benefits. "We’re seeing
a resurgence of interest in whirlpools for hydromassage," says
Kohler’s Schrage. "More customers are seeking hydromassage
therapy for the neck tension and back pain that comes with busy
lifestyles and advancing years."

Philip J. Klement, v.p./sales and marketing for the Coppell, TX
based SANIJET Corp. notes that, "Consumers want greater
functionality. They are demanding features that help them
personalize their bathing experience."

Klement sees an increased interest in health and sanitary issues
driving the trend towrad pipeless whirlpool systems such as
SANIJET’s patented pipeless whirlpool bath, which he notes is
unique because it "eliminates the unsanirary, hidden maze of piping
and channels on the conventional piped systems," where the piping
is "inacessible for scrubbing and disinfecting."

"Air systems are a big item," notes MTI’s Adams, though
she believes that, "There is a distinct difference in the therapy
produced by air systems as opposed to the traditional air/water
systems. The better feel is a matter of individual preference,
therefore, we sell both systems." But she believes that, "For
deeper hydrotherapy, traditional whirlpool systems, mixing air and
water, are necessary."

"Deeper, sloped-backed styles with comfortable armrests are our
most popular tubs," continues Adams. "At the same time, there is
concern for water conservation among some consumers and elderly
bathers do not like stepping into the deeper tubs, so there is
another trend toward the shallow models. Heaters,
factory-installed, hand-held showers, accent lights, higher-powered
pumps and other special add-on features are also very popular."

"The depth of a whirlpool bath is becoming more important to
consumers," says Piper. "People want to be totally surrounded by
water and hydrotherapy, and many consumers are asking for more jets
and different kinds of jets." Piper notes that Aquatic Industries
is responding to this consumer demand by introducing a new series
in the first quarter of 2001. "This new collection will feature a
computer controlled shiatsu back jetting system, full-size
hydrotherapy jets and a pulsating neck jet pillow."

"Homeowners are looking for products that are comfortable and
reliable," explains Long. To that end, she points to the popularity
of such "comfort" features as "a built-in raised headrest,
molded-in armrests, lumbar support and body massage jets."

Color & materials
When it comes to color, there is no mistaking the market leader.
"White, white, white, white," says Poulin. "And a little bit of
biscuit!"

"White remains the most popular fixture color, however light
shades such as American Standard’s Day Dream and Spring have
also started to see increases," notes Long. "Homeowners look for
colors that will remain timeless over the years, and white and
off-white hues often seem like the safest choice. "

"We find white to be far and away the most popular color, with
Oyster and Almond capturing a small portion of the business,"
agrees Scott. "Non-traditional colors such as teal, green and
raspberry are on the decline."

"One trend on the increase is ‘less is more’ –
less clutter, simplicity in an elegant presentation," notes
Schrage, who sees this trend playing into current color choices.
"What [used to be] thought of as ‘neutral’ colors
actually include a wider range of colors than in the past, and more
in the mid-range." For example, she notes, "Kohler offers an array
of whites, including Earthen White, a classic, cool-hued white, and
White Satin. There are also warm neutrals, like Almond, Biscuit,
Sandbar, Cream City, Stoneware, Almond and Sunlight."

When it comes to materials, Scott notes that acrylic dominates
the whirlpool tub category.

"High-gloss finishes are still hot," notes Poulin.

However, mixing materials in the bathroom is a trend that
continues to grow, and Long notes that, "We’re seeing
everything from glass, chrome, wood, china and metal finishes in
the bath."

"We are seeing more interest in granite, marble, solid surface
products, upscale china and valves," says Piper. "This is seen in
the successful, high-end Expo stores where magnificent bath
displays are selling faster than ever."

"Today’s consumers want choices – a variety of
different looks and materials to choose from so they can find a
look that is all their own," explains Long. "Our European line,
Porcher, provides homeowners with high-end fixtures [that offer a
variety of materials and features to choose from]."